Casino operator Caesars Entertainment has been selected as the official sports betting odds data supplier for American sports media giant ESPN.
The agreement is part of a new collaboration between Caesars and ESPN which will see the operator build an ESPN-branded studio at The LINQ Hotel & Casino in Las Vegas.
The new studio will launch in 2020 and serve as a Vegas hub to create sports betting-themed content, including segments for ESPN's recently launched sports betting-related show, Daily Wager.
“The sports betting landscape has changed, and fans are coming to us for this kind of information more than ever before," said ESPN vice president of business development Mike Morrison. “We are poised to expand our coverage in a big way and working with a category leader like Caesars Entertainment will help us serve these highly engaged, diverse sports fans with the best and most relevant content possible.”
Caesars will serve as ESPN's official odds data supplier across TV and digital, receiving associated attribution across ESPN. Additional advertising and sponsorship activations will roll out in the coming months and throughout the deal term.
“We're really excited about the long-term value this collaboration with ESPN will create and thrilled that, starting immediately, ESPN's platforms will begin featuring odds information generated by Caesars Entertainment,” said Caesars Entertainment executive vice president and chief marketing officer Chris Holdren.
“Millions of sports fans look to ESPN as a sports authority, and Caesars is honored to have been selected for having the best odds to serve those fans. When you combine that level of exposure alongside the unique opportunity to build a studio along the famed Las Vegas Strip, this deal is truly unique."
ESPN executive vice president of content, Connor Schell, added: “Between an increased interest in sports betting among fans, regularly hosting marquee sporting events - like the upcoming NFL Draft and NBA Summer League as well as premier UFC and Top Rank bouts - and the arrival of the Golden Knights and the Raiders, Las Vegas has become an epicenter of sports culture.
“Having a great partner in Caesars Entertainment and soon a full studio presence in Las Vegas will help us create content that taps into that culture and grows our offerings to avid bettors and more casual fans.”
Shares in Caesars Entertainment Corporation (NSQ:CZR) closed up 2.36 per cent at $9.09 per share in New York Tuesday.